Select a region
With the festive party season just around the corner, Liberation Group is once again working to support the anti-drink drive Christmas message with the launch of its 2014 Soft Drink Drive Campaign.
The annual road safety awareness campaign offers free soft drinks to designated drivers from 22 November until 4 January 2015 in an effort to discourage people from running the risk of harming themselves and others by drinking and driving.
Liberation Group is the largest pubs, brewing and drinks business in the Channel Islands and 29 of its pubs, bars and eateries across the Bailiwick of Guernsey are participating in this year’s Soft Drink Drive campaign. Throughout the campaign the designated driver for two or more friends will receive a free non-alcoholic drink with every round of drinks served during their stay. To qualify, they simply need to show their car keys to the staff serving their party.
Sergeant Tostevin of Guernsey Police said: "Guernsey Police is obviously keen to stress to the community the importance of being responsible when it comes to enjoying the festive period. Our message is a simple yet clear one – do not drink and drive. We’re very supportive of this campaign as it gives people a very practical way to make sure they can enjoy an evening out with friends and family, but not take any unnecessary risks."
The campaign is being heavily promoted with in-house posters, press and radio advertising and with direct mail to members of Inndulgence Club, Liberation Group’s popular loyalty card scheme.
Liberation Group’s Chief Executive Officer, Mark Crowther said: "We introduced the Soft Drink Drive campaign several years ago to promote sensible driving over the Christmas and New Year holidays and the initiative has proved extremely successful in discouraging irresponsible driving decisions. In addition to offering free soft drinks to designated drivers, all our staff have the details of local taxi firms to help people find alternative ways of getting home at the end of the night. Of course we want our customers to enjoy themselves during the festive season but we want them to do so in a manner that is safe for both themselves and for others. We would like to wish all our customers a happy and safe Christmas and New Year."
Designated drivers must be aged 18 years or over to claim the free soft drinks which include drinks from both the J2O and Pepsi ranges. The campaign is also running in Liberation Group pubs, bars and eateries across Jersey. To find out more about the initiative and for a full list of participating outlets, Islanders can visit the Soft Drink Drive dedicated website at www.softdrinkdrive.com
